A Conditional Mediation Analysis of Ad Value Moderated by Time Spent on YouTube DOI Creative Commons
Saima Munawar, Syed Muhammad Fahim, Hassan Raza

et al.

Market Forces, Journal Year: 2023, Volume and Issue: 18(2), P. 109 - 138

Published: Dec. 28, 2023

Social media usage has increased significantly in the last few years due to its easy access and low cost. Besides other social forums, YouTube worldwide also profoundly. A recent decline number of advertisements on led skepticism about full-fledged operations Pakistan. Also, many firms Pakistan have reduced their advertisement budgets YouTube. Given importance, study examined factors affecting ad avoidance. The mediating role value moderating time spent In addition, conditional indirect effect We collected data based an e-questionnaire, which 457 participants completed questionnaires. Our found that perceived irritation (PAIR) goal impediment (PAGI) positively affect avoidance (PAAV). documents information (PAIN) Ad entertainment (PAEN) insignificantly proposed four hypotheses, we support for only one hypothesis, stating (PAAV) mediates However, (TSOY) moderates (PAVL) YouTube’s mediation Index (CoMe Index) is statistically significant.

Language: Английский

The influence of accounting information system adoption on business performance amid COVID-19 DOI Creative Commons
Mohamed Saad

Computers in Human Behavior Reports, Journal Year: 2023, Volume and Issue: 10, P. 100286 - 100286

Published: April 18, 2023

The previous decade witnessed the dynamic progress that information systems (ISs) brought about in business performances. In this regard, an effective and efficient organization reflects heightened performance through use of financial like Accounting Information System (AIS) as system automates processes improves efficiencies. current times, AIS has been reason behind optimum businesses, with past studies evidencing its successful role dependent on critical success factors. Hence, primary aim study is to evaluate De Lone Mc Lean's sys-tem model (DM ISM) among Sudanese banks. focuses factors including quality, service usage user satisfaction their effects banks Sudan. Accordingly, made self-administered survey questionnaire collect data from 103 user, after which PLS-SEM was employed for validation. findings supported significant quality but not services quality. Also, found significantly affect business. contributed literature concerning IS light benefits determinants, it validated proposed firms effect, both theoretical practical significance, provided limitations, implications future recommendations.

Language: Английский

Citations

17
How does risk interplay with trust in pre-and post-purchase intention to engage: PLS-SEM and ML classification approach DOI Creative Commons
Nora Sharkasi, Gomaa Agag

Journal of Marketing Analytics, Journal Year: 2024, Volume and Issue: unknown

Published: Sept. 4, 2024

Language: Английский

Citations

8
A comparative bibliometric analysis of pro-environmental behavior research in Chinese journals and Japanese international journals DOI
Yunchen Qian,

Ting Yue,

Ruyin Long

et al.

Environment Development and Sustainability, Journal Year: 2025, Volume and Issue: unknown

Published: April 15, 2025

Language: Английский

Citations

0
Reklam Şüpheciliği: Sistematik Literatür Analizi ve Kavramsal Bir Model Önerisi DOI Creative Commons
İbrahim Kiçir

Akdeniz Üniversitesi İletişim Fakültesi Dergisi, Journal Year: 2025, Volume and Issue: 48, P. 121 - 154

Published: April 28, 2025

Bu çalışma reklamcılık literatürü içerisinde sıklıkla incelenen bir kavram olan reklam şüpheciliği hakkında derinlemesine bakış açısı geliştirmek için sistematik literatür analizi yapmayı ve kavramsal model önerisinde bulunmayı amaçlamaktadır. kapsamda SPAR-4-SLR Protokolü kullanılarak 1994-2024 yılları arasında yayınlanan 72 ulusal uluslararası bilimsel makale üzerinde analizler gerçekleştirilmiştir. MAXQDA yazılımı yapılan analizlerle şüpheciliğini konu alan makalelerin betimsel yöntemsel özellikleri ile şüpheciliğinin öncülleri, sonuçları, aracıları düzenleyicileri üzerine değerlendirmeler yapılmıştır. Araştırma sonuçları; literatürde kavramına süregelen güncel ilginin bulunduğunu, dijital uygulamaları birlikte kavramın bağlamlarla ele alınmaya başlandığını, en çok tercih edilen veri toplama tekniğinin anket, analiz yönteminin ise yapısal eşitlik modeli olduğunu göstermektedir. sonuçları aynı zamanda öncülleri sonuçlarına yönelik sınıflandırma yapılabileceğini, gerek gerekse markalar açısından istenmeyen sonuçlar etkili olabileceğini ortaya koymaktadır. Çalışmanın elde ettiği önerdiği aracılığıyla şüpheciliğine geliştirmeye katkı sağlayacağı, literatürdeki boşluğu doldurarak hem akademik çalışmalara de profesyonellerine faydalı olacağı düşünülmektedir.

Citations

0
The Role of Social Media in Green Marketing: How Eco-Friendly Content Influences Brand Attitude and Consumer Engagement DOI Open Access
Elnur Nabivi

Sustainability, Journal Year: 2025, Volume and Issue: 17(5), P. 1965 - 1965

Published: Feb. 25, 2025

As environmental issues become increasingly important to consumers, integrating green marketing strategies into corporate promotional efforts is essential. However, limited research has examined cultural differences in consumer responses content. This study addresses this gap by exploring how eco-friendly social media posts influence perceptions and behaviors, specifically regarding informativeness, entertainment, perceived relevance, brand attitude, purchase intention, word of mouth (WOM). employs an experimental with a sample 2035 participants from Poland the United States examine cross-cultural The findings revealed that significantly enhance leading higher levels WOM compared non-green Furthermore, effects messaging on engagement differ between Polish US participants, underscoring importance culturally tailored strategies. These results provide valuable insights for marketers aiming develop effective responsive sustainable campaigns resonate diverse groups. extends literature examining relevance affect behavioral intentions, such as intention WOM.

Language: Английский

Citations

0
Leveraging Social Media for B2B IT Companies: Strategies and Challenges for Hospitality DOI
Pushan Kumar Dutta, Dhanashri Sanadkumar Havale, Pravin Chavan

et al.

Emerald Publishing Limited eBooks, Journal Year: 2025, Volume and Issue: unknown, P. 135 - 155

Published: May 7, 2025

Language: Английский

Citations

0
How does value orientation moderate the influence of social media engagement on ecotourism intention? DOI
Ngan Thi Kim Pham, Mai Thi Thu Le, Hung Vu Nguyen

et al.

Journal of Hospitality and Tourism Insights, Journal Year: 2025, Volume and Issue: unknown

Published: May 9, 2025

Purpose From the social cognitive theory of mass communication, this study examines how Generation Z consumers’ engagement with pro-environmental content on media can explain their ecotourism intention. Different from extant literature, we aim to identify different value orientations might moderate influence Design/methodology/approach Data collected a sample 470 consumers in survey research were analysed SPSS 26.0 and Process Macro. Findings Results showed that all three levels are predictors It was also found egoistic further lessened impact intention, while altruistic biospheric values reinforced association. Practical implications This highlights practical suggestions for both policymakers operators leverage media. Suggestions include strategies create entertaining, visually engaging, relational initiating education programs encourage connect nature develop nurture or weaken values. Originality/value adds communication literature by exploring theoretical orientation perspectives.

Language: Английский

Citations

0
The effect of external social media utilization on business performance of SMEs in Saudi Arabia: the mediating role of market orientation DOI Creative Commons
Ahmed Abdullah Alhamami, Noor Azuan Hashim, Roshayati Abdul Hamid

et al.

Cogent Business & Management, Journal Year: 2024, Volume and Issue: 11(1)

Published: Feb. 1, 2024

The impact of social media (SM) on small and medium businesses (SMEs) has received less focus, the literature is mixed. This study examines how external SM utilization (ESMU) affects performance Saudi SMEs. According to contingency theory, ESMU market orientation (MO) are expected affect business (BP), which include profitability customer satisfaction. MO BP mediates effect BP. covers Arabian SMEs in Al-Riyadh. Random sampling used. included 451 SME managers, directors, owners. results Smart PLS 4 showed that affected positively performance, profitability, satisfaction, MO. also satisfaction mediated partially Having a high level critical for improving usage its application can be beneficial tools Arabia improve their

Language: Английский

Citations

2
Customer engagement in Saudi food delivery apps through social media marketing: Examining the antecedents and consequences using PLS-SEM and NCA DOI
Amir Zaib Abbasi,

Hamza Qummar,

Shahid Bashir

et al.

Journal of Retailing and Consumer Services, Journal Year: 2024, Volume and Issue: 81, P. 104001 - 104001

Published: July 22, 2024

Language: Английский

Citations

1
Can Social Media Be a Transformative Tool for Building a Better Society? DOI
Neslihan Paker

Advances in marketing, customer relationship management, and e-services book series, Journal Year: 2024, Volume and Issue: unknown, P. 207 - 234

Published: Feb. 7, 2024

The study aims to evaluate consumers' perceptions of social marketing designed enhance environmental awareness through media platforms. approach employed in this is exploratory and interpretive. data gathered from YouTube videos on the “Doğa İçin Çal” platform filmed during 2019-2023 period were semiotically analyzed terms their content characteristics. Afterwards, user comments evaluated as well. During analysis process, consumer perception framework was used by utilizing method Maxqda software program. findings indicate that effectively captured target audience's attention fostered cohesion promoting unity. However, elements utilized viewers pay greater aspects associated with musical performance, while matter remains background.

Language: Английский

Citations

0